Nice knickers don't sell themselves - A Case Study
Marks & Spencer sells a lot of lingerie: 45 bras a minute; 25 million pairs of knickers a year and has five times the market share of its biggest competitors, BHS and La Senza.
The recovery of Marks & Spencer in 2003, after several years of well documented decline, failed to cross-over to its lingerie business. In this case study we look at how Marks & Spencer utilised women's celebrity weekly magazines, in a media first for weeklies, to change the perception of M&S lingerie and turn their lingerie hell into 'Lingerie Heaven'.
Women's celebrity weeklies could deliver 60%+ coverage of the core target of 25-45 ABC1 women and the campaign generated recognition 50% higher than the norm for a Marks & Spencer campaign.
- Advertised lines saw an average increase of 41%
- Seeing a total increase in sales of £6.6m
- Market share within the core target grew by 37%
To download the full case study click here Marks & Spencer Case Study.
